Transcript of Amul presentation
- 1. SUBMITTED BY : AJIT SINGH PRESENTATION ON INTERNSHIP
FINDINGS
- 2. INTRODUCTION Amul was formed in the year 1946 under the
inspiration of Sardar Patel, and the guidance of leaders like
Morarji Desai and Tribhuvandas Patel to stop the exploitation by
middlemen. It was started by the name of Kaira District
Co-operative Milk Producers Union Ltd. It was started with just two
village dairy co-operative societies and 247 litres of milk. Amul
grew from strength to strength under the inspired leadership of
Tribhuvandas Patel, the founder Chairman and the committed
professionalism of Dr Verghese Kurien, who was entrusted the task
of running the dairy from 1950.
- 3. It has its headquarter at Anand ,Gujarat. The organizational
structure is divided into 6 zones; Delhi , Kolkata , Guwahati
,Ahmedabad ,Chennai and Mumbai. It has 60 sales offices or branches
across all 6 zones. In Uttar Pradesh it has its sales office at
Kanpur , Lucknow , Varanasi , Ghaziabad and Agra. It has four
distribution highways under which different products were supplied
to the customers with the help of channel partners. Frozen ice
cream, paneer, pizza. Cold butter, cheese and chocolates. Ambient
(dry) UHT, dry milk powder. Fresh pouched milk, pouched butter
milk, dahi.
- 4. POINTS OF OBSERVATION Consumer awareness of Amul slim and
trim (SnT) milk Awareness and interest of retailers for amul slim
and trim milk. Comparative study of 3 area delivery agents to
evaluate their distribution system and performance along with the
mapping of routes they follow and the physical location of the
retail points.
- 5. CONSUMER AWARENESS To determine the status of awareness for
the product a total of 150 consumers who already consume Amul milk
were surveyed , the findings were as following :- Out of 150 ,only
34 (23%)responded with YES and 116(77 %) for NO on the question of
knowing about Amul SnT milk. Out of 34 consumer who agreed to know
about Amul SnT ,the source for the information was doctor for
6(19%), retailers for 20(59%) and friends and relatives for 7(21%)
consumers. On the question of being ever trying the double toned
milk, out of 150 ,12(8 %) responded with YES and 138(92 %) with NO
. On the question of offering 500ml pack for Rs 17, 73(49 %) showed
their interest to purchase , 39 (26 %)consumer responded with NO
and 38(25 %) consumer said that they cant say anything at this
moment.
- 6. On the question to purchase 350 ml at Rs 10, only 66(44%)
responded with YES, 39 (26 %)consumer said NO and 45(30 %) said
that they cant say anything at this moment of time.
- 7. COMMUNICATION STRATEGY ADVERTISEMENT At online
platform(social platforms) Offline platforms Print media AWARENESS
Health camps Marathon sponsorship Especial promotion at hospitals
and gym DISTRIBUTION OF FREE SAMPLES
- 8. RETAILER AWARENESS AND INTEREST 100 Retailers were surveyed
for the purpose and the findings are : Out 0f 100 retailers only
10(10%) said that they sell skimmed or double toned milk. Out of
these 10 retailers ,6 agreed for Parag, 2 for Gyan and 1 for Paras
and Mother dairy each, no retailer agreed to have Amul double toned
milk with him. When asked about the awareness of Amul double toned
milk(SnT) only 64(64%) retailers said that they knew about it and
36(36%) said that they dont know about it. On the question that do
they educate consumer about double toned milk and push Amul SnT
milk to consumer ,only 12 and 8 retailer responded to each question
with YES.
- 9. On the question about the type of consumer for double toned
milk , 6 retailers said that only old age people buy it from them,
5 agreed for patients only and 6 said that the consumer for double
toned milk belongs to all categories, 83 responded that no body
buys double toned milk from them. Meanwhile when asked about their
interest to sell 350 ml Amul SnT milk at Rs 10, 49 retailers
responded with YES, 50 said No and 1 retailer went with CANT SAY
option.
- 10. COMPARATIVE STUDY OF ADAs NAME OF ADA MOHD. HASHIM SURAJ
(SIRAJ UL HAQ) SONU (PERVAJ KHAN) TIMING OF SUPPLY RELATIONSHIP
WITH RETAILERS COVERAGE POTENTIAL TO INCREASE MARKET
- 11. ADA RANKING RANK 1: SONU (PERVAJ KHAN) [STARS : 19/15] RANK
2: MOHD. HASHIM [STARS : 16/25] RANK 3: SURAJ ( SIRAJ UL) [STARS :
14/15] NOTATION : EXCELLENT GOOD SATISFACTORY NEEDS IMPROVEMENT
POOR